VENUE CHAIN Academy Music Group (AMG) is now able to offer digital ticketing to promoters and artistes using its venues through its partnership with Ticketmaster (TM).
Concert-goers will still be able to buy paper tickets and use print-at-home, but mobile is now available through TM’s ticket allocation.
Promoters will still be able to handle their allocations as they choose, including digital via other primary sellers.
The deal between the two Live Nation Entertainment companies follows the trial-run of 100 per cent digital tickets at AMG’s O2 Academy Brixton (cap. 4,921) in London last October for four shows by DJ Four Tet.
All tickets delivered to mobile phones, with the facility to transfer to a friend using a TM account, or resold on TM’s fan-to-fan ticket exchange.
“It’s such a user-friendly platform and we’ve received hugely positive feedback from music fans, as the system gives people an easy way to manage their tickets right from their mobile,” says AMG chief operating officer Graham Walters.
TM UK MD Andrew Parsons of adds, “Digital ticketing is the future and our partnership with Academy Music Group is another step in our mission to put mobile first. Getting the technology live across all of AMG’s venues is a huge milestone – digital tickets make fans lives easier.”
AMG venues include London’s O2 Shepherd’s Bush Empire (2,000) and O2 Forum Kentish Town, and O2 Academy venues in Birmingham (3,009), Bristol (1,600), Bournemouth (1,875), Glasgow (2,550) and Leicester (1,600).